The vast majority of senior B2B marketers are using basic marketing analytics tools such as web analysis (91%) and spreadsheets (80%), but more advanced technologies such as predictive analytics and social analytics will require more attention.
Data analytics is perceived to be the most difficult skill to find when building marketing teams.
Over 90% of senior airline executives polled worldwide by SITA/Airline Business said their companies had either implemented or were in the process of developing passenger services via digital, personalized customer relationship management or expanding ancillary services programs.
This infographic illustrates the marketing technology universe with 947 different companies that provide software for marketers.
Almost two-thirds of professionals say that the use of information (including big data) & analytics is creating a competitive advantage for their organizations.
43% thought the most needed refinement lay in the ability to turn information into actionable insight.
Almost half of respondents (48%) said the greatest increase in data volume and variety had come in the form of customer information.
14% of companies reported that they did not tie web analytics to their overall business strategy.
The survey found that of those using social media with business in mind, the highest percentage of respondents (21%) used the networks to find expert commentary and insights.